Promoting our web sites in print
2 Feb
On a recent trip to Honolulu, I was impressed with the simple, straightforward way the Honolulu Advertiser promoted the web site under it’s flag every day:
This got me wondering how other papers throughout the country did the same thing. What I found was that most site still have a very small promo – one I’m sure most readers never even notice.
Here’s a look at some papers’ flags:
What do you think? Should the refers be more prominent? Does this even matter?
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More important is the refers that point to specific online content. Our metrics show refers to generic content (“More news at BaltimoreSun.com” for instance) don’t drive any audience. Instead, the content that works are items that are key parts of the story and are only available online, usually a video, database or other special tool.